MARKETNG 2503NA - Marketing Communications II

Ngee Ann Academy - Trimester 2 - 2017

The course aims to provide students with an understanding of the communication aspects of marketing. It will cover the range of tools available to marketers for the purpose of promotion such as advertising, sales promotion, personal selling, sponsorship, publicity and public relations as well as the process by which these are integrated and planned.

  • General Course Information
    Course Details
    Course Code MARKETNG 2503NA
    Course Marketing Communications II
    Coordinating Unit Adelaide Business School
    Term Trimester 2
    Level Undergraduate
    Location/s Ngee Ann Academy
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange N
    Course Description The course aims to provide students with an understanding of the communication aspects of marketing. It will cover the range of tools available to marketers for the purpose of promotion such as advertising, sales promotion, personal selling, sponsorship, publicity and public relations as well as the process by which these are integrated and planned.
    Course Staff

    Course Coordinator: Ms Kate Duryea

    Catherine (Kate) Duryea 
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    On successful completion of this course, students will be able to:
    1 Apply basic communication theories and concepts to undestand the business environment for a company and undestand marketing communication activities
    2 Undertake analysis to develop appropriate marketing communication objectives for a specified target market considering a range of media and methods available to marketers
    3 Indentify, analyse and evaluate data and information based on evidence to develop a relevant marketing communications brief and audit
    4 Present a brief verbal presentation to the class showing insight and analysis
    5 Show analysis in case study and discussion work for participation marks which indicate critical thinking. Activities may cover campaigns in other countries and may consider ethical implications.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1,2, 3
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
  • Learning Resources
    Required Resources
    Required text book: Chitty, Luck, Valos, Barker and Shimp (2015 – 4th Edition), Integrated Marketing Communications,

    CengageLearning, (ISBN 9780170254304).

    Other books referred to in the course are:

    Belch, Belch, Kerr and Powell, (2012) 2nd Edition, Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw-Hill, Sydney

    Duncan, T. IMC, using advertising and promotion to build brands, International Edition, Irwin McGraw-Hill. Australia, Sydney (2003)

    Rix, Buss & Herford. Selling, a consultative approach, 2nd Edition, Irwin McGraw-Hill. Australia, Sydney. (2001)

    Wells, Burnett & Moriarty.Advertising principles and practices, 6th Edition, Prentice Hall. Australia, Melbourne. (2003)
    Recommended Resources
    Over the next 2 months you will be surrounded by Marketing Communications – some of the best resources for learning and thinking you have will be in the way you pay attention to the marketing communication that is around you. Think about what you see on TV, the web, read in papers and hear on the radio. Relate it to what you are talking about in tutorials and lectures and you’ll enhance your learning. In addition, more formal resources can be found in the way of -

    Journal of Advertising Research
    Journal of Marketing
    Journal of Marketing Research

    World Federation of Advertisers (
    AC Nielsen (
    Roy Morgan (

    Australian sources: 
    Oztam (
    Australian Bureau of Statistics (
    IAB Australia (
    B & T Australia (
    Advertising Foundation of Australia (
    Public Relations Institute of Australia (
    Advertising Standards Bureau

    Singapore Sources: 
    Advertising Standards Authority of Singapore (
    Institute of Public Relations Singapore 
    Statistics Singapore 
    Info COmmunications Media Development Authority 
    Online Learning
    MyUni will be used in this course for
    Lecture Slides available as PDFs
    AV Recording of the Lecture Sessions
    Assignment Submission
    Class-sourcing - discussion and thoughts
  • Learning & Teaching Activities
    Learning & Teaching Modes
    As outlined in the course timetable, this course uses face-to-face lectures with discussions and workshop. The timetable will be discussed in more detail at the lecture and is outlined in the Course Outline. 

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.
    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 12 hours for a three-unit course in total per week.
    Learning Activities Summary

    Session Topic - full details in the Course Outline. 

    This is in a condensed mode for Singapore. 

    Monday May 22 ... 1-3pm Topic 1 IMC, Assessment outline, course outline 

    Tuesday May 23 10-12pm Topic 2 lecture Communication Process and Persuasion. Afternoon tutorial (1-3pm)

    Wednesday May 24  10-12pm Topic 3 lecture Segmentation and Brand Positioning, Advertising and Digital Communications. Afternoon tutorial (1-3pm)

    Thursday May 25 10-12pm Topic 4 lecture Planning and Implementation, Broadcast Media. Afternoon tutorial (1-3pm) 

    Friday May 26 10-12pm Topic 5 Print and Support Media, Media Analysis. Afternoon tutorial (1-3pm) 

    Break ..... 

    Monday June 19 10-12pm Topic 6 lecture Direct Marketing, Sales Promotion, Digital Marketing. Afternoon tutorial (1-3pm) 

    Tuesday June 20 10-12pm Topic 7 lecture Personal Selling, Public Relations, Sponsorship. Afternoon tutorial (1-3pm). 

    Wednesday June 21 10-12pm Topic 8 Evaluating IMC. Afternoon tutorial (1-3pm). 

    Thursday June 22 No lecture in morning. Tutorial presentations 1-3pm 

    Friday June 23 10-12pm Exam Format and Revision lecture. Tutorial presentations and exam preparation 1-3pm. 

    Specific Course Requirements
    While there are no prerequites, there is assumed knowledge that students have taken at least two marketing specialisation courses. 
    Small Group Discovery Experience
    There is Small Group Discovery as groups work in pairs for the presentation project and also investigate a campaign and target audience for the group assignment. 
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Task Weighting Learning Outcome
    Tutorial participation and discussion, monitored and must be active participation. 10%
    Marketing Audit (Group) 10%
    Presentations (while done in pairs, individual marks) 10%
    Marketing Communication Brief (Group) 20%
    Exam 50%
    Total 100%

    Assessment Detail
    Full details are provided in the course outline and at the first lecture session. 

    Submission required on MyUni to go through TurnItIn plagiarism software. Please ensure you have a separate copy in case of computer glitches. 
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.